{"id":31287,"date":"2022-11-16T16:09:33","date_gmt":"2022-11-16T15:09:33","guid":{"rendered":"https:\/\/madwise.si\/blog\/?p=31287"},"modified":"2023-06-28T12:00:11","modified_gmt":"2023-06-28T10:00:11","slug":"marketinski-ugovor-vesti","status":"publish","type":"post","link":"https:\/\/madwise.si\/blog\/marketinski-ugovor-vesti\/","title":{"rendered":"Marketin\u0161ki ugovor vesti"},"content":{"rendered":"\n

Moja poklicna pot se ni za\u010dela v marketingu. Tudi \u010de bi me pred dvajsetimi leti kdo vpra\u0161al, ali bom kdaj delal na podro\u010dju marketinga, bi namesto odgovora dobil za\u010duden pogled. A ena od stvari, ki sem se jih v dvajsetih (in \u0161e nekaj) letih raznovrstnega ustvarjanja nau\u010dil je, da nikoli ne reci nikoli.<\/strong> <\/p>\n\n\n\n

Razen v enem primeru \u2013 ko gre za vest<\/strong>. Ko gre za to, da ostane\u0161 zvest svojim vrednotam.<\/p>\n\n\n\n

Jasno, v marketingu \u0161tejejo rezultati.<\/strong> To sicer ne pomeni, da so vrednote v celoti potisnjene na stranski tir, se pa \u2013 po mojem mnenju \u2013 o tem premalo pogovarjamo.<\/p>\n\n\n\n

Marketing ima velikansko mo\u010d oblikovanja dru\u017ebene realnosti. Marketin\u0161ka sporo\u010dila, s katerimi vsakodnevno prihajamo v stik, oblikujejo na\u0161o percepcijo sveta.<\/strong> Vplivajo na na\u0161e \u017eelje in hrepenenja, na na\u0161e ved\u00e9nje, usmerjajo na\u0161e misli in pozornost.<\/p>\n\n\n\n

V vsakodnevni praksi je \u017eal tako, da za razmi\u0161ljanje o dru\u017ebenem vplivu marketin\u0161kih aktivnosti pogosto ni \u010dasa, v\u010dasih pa tudi ne volje ali \u017eelje.<\/strong> Kajti bodimo iskreni \u2013 kolesje marketinga se vrti zaradi denarja.<\/p>\n\n\n\n

Ne, tega ne morem<\/strong><\/h2>\n\n\n\n

Spomnim se nekega povpra\u0161evanja \u2013 bilo je \u0161e bolj za za\u010detku mojega sodelovanja z agencijo Madwise \u2013 ko je naro\u010dnik \u017eelel pripravo marketin\u0161kih besedil za dejavnost, ki pri mnogih uporabnikih povzro\u010di nekemi\u010dno zasvojenost.<\/strong><\/p>\n\n\n\n

\u201cNe, tega ne bom. Tega ne morem. S tem bi izdal svoje vrednote,<\/em>\u201d je bil moj prvi notranji odziv. Odgovor je bil nato sicer malce bolj diplomatski, a je deloval. Brez negativnih posledic zame.<\/strong><\/p>\n\n\n\n

Na koncu tudi agencija ni sprejela tega naro\u010dnika. Saj ne, da bi bil posebej za\u017eelena stranka, a prihajal je iz dejavnosti, kjer se obra\u010dajo veliki denarji,<\/strong> zato bi si verjetno lahko obetali kar dober zaslu\u017eek.<\/p>\n\n\n\n

A za kak\u0161no ceno?<\/p>\n\n\n\n

Je sodelovanje pri ogla\u0161evanju \u2013 sicer legalne \u2013 dejavnosti, ki povzro\u010da zasvojenost ter uni\u010duje \u017eivljenja in dru\u017eine,<\/strong> vredno dodatnega zaslu\u017eka?<\/p>\n\n\n\n

Moja vest, moje vrednote, pravijo, da ne. In vesel sem, da je v agenciji Madwise vzdu\u0161je tak\u0161no, da<\/strong> se je o eti\u010dnih dilemah in zadr\u017ekih mogo\u010de odkrito pogovarjati.<\/strong> Da lahko projekt ali naro\u010dnika, ki bi zahteval ravnanje v nasprotju z na\u0161imi vrednotami, zavrnemo.<\/p>\n\n\n\n

Da lahko uveljavljamo marketin\u0161ki ugovor vesti.<\/p>\n\n\n\n

Pogled v realnost<\/strong><\/h2>\n\n\n\n

Jasno mi je, da ni povsod tako. Marsikje je treba s stisnjenimi zobmi in priprtimi o\u010dmi stvari narediti, \u201cker so tak\u0161na navodila pri\u0161la iz vodstva\u201d<\/em>. Zato se mi tudi ne zdi fer<\/strong> naming and shaming<\/em> \u2018operativcev\u2019, ki lahko projekt zgolj izvedejo v skladu z navodili in zahtevami \u2013 or else<\/em>.<\/p>\n\n\n\n

Hkrati verjamem, da ve\u010dina marketinga\u0161ev ima ob\u010dutek<\/strong> za to, kaj je eti\u010dno in primerno. Da se ve\u010dina zaveda tudi svoje \u0161ir\u0161e dru\u017ebene odgovornosti in tega, kako marketing \u2013 ne vedno v pozitivnem smislu \u2013 vpliva na \u017eivljenja ljudi.<\/p>\n\n\n\n

\u017delim si, da bi se v marketingu ve\u010d pogovarjali o tem. Ne le z vidika, kako komunicirati dru\u017ebeno in okoljsko odgovornost podjetij \u2013 na\u0161ih naro\u010dnikov \u2013 temve\u010d tudi tako, da pogled usmerimo navznoter in odkrito, brez olep\u0161evanja, spregovorimo o odgovornosti do dru\u017ebe, ki jo imamo sami. Ta je namre\u010d velika.<\/p>\n","protected":false},"excerpt":{"rendered":"

Kaj se zgodi, ko je marketinga\u0161 soo\u010den z naro\u010dilom, kjer bi moral zatajiti svoje vrednote? Se v marketingu dovolj pogovarjamo o etiki, vrednotah in nenazadnje vplivu \u2013 ne vedno pozitivnem \u2013 ki ga imajo marketin\u0161ka sporo\u010dila na ljudi? Morda je \u010das za ve\u010d introspekcije in odkrit pogovor.<\/p>\n","protected":false},"author":30,"featured_media":31289,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[38,29,31],"tags":[],"class_list":["post-31287","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-esg-marketing","category-marketinska-agencija","category-marketinsko-svetovanje","entry"],"acf":{"izpostavljen_vodic_shortcode":"","drugi_del_vsebine":"","onemogoci_kazalo":false},"yoast_head":"\nMarketin\u0161ki ugovor vesti<\/title>\n<meta name=\"description\" content=\"Se v marketingu dovolj pogovarjamo o vrednotah in vplivu na\u0161ih aktivnosti na dru\u017ebo? 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